Posted in Online Publishing Strategy	April 3, 2008

How publishers are incorporating video where it fits for them

The biggest problem that publishers face with online video is not the “how”, it’s the “what” to turn into a video on their site. If you are looking for a video idea to jumpstart your video campaign, here are a few methods that publishers are currently using:

• Expert/Celebrity interviews
• Staff interviews
• Staff bios
• Webcasts on-demand
• Video press releases
• Testimonials
• Clips from your event
• Instructional how-to’s
• Video versions of articles or blog posts
• Television show archive
• Television clips

If you’re asking “what’s in it for me?”, well shame on you. Plenty of publishers are finding ways to monetize online video. Marketers are finding the medium so effective that they now conduct email video campaigns, while startups are offering SEO and distribution services for free. Besides that, online video is proven to increase customer loyalty and drive lots of traffic, at the very least.

How publishers are using video

America’s Test Kitchen: Has “TV OnDemand” which offers “Unlimited access to 2003 through 2007 seasons of the America's Test Kitchen television show”. It is only available to members of “TV OnDemand”, but the site offers a free 14-day trial.

• Watch a free ATK TV OnDemand Recipe Video

Computerworld: Offers multiple webcasts, new and in archive form that you must register for in order to view. They are currently in the “beta” stage of “Computerworld Video” which includes video editions of their current articles including reviews, interviews and coverage of tech topics.

• Watch Webcasts
• Visit Computerworld Video

The Daily Reckoning: Used to offer “video releases” which consisted of TV appearance clips. They also used to have a “Television Interviews” section, which was an archive of all past interviews.

• See Video Releases

Harvard Business School Publishing: Created a branch called Les50ns that is a membership site where they offer lessons by executives, for executives, in video format on an enormous variety of topics. In addition, they offer video testimonials.

• View a Testimonial
• Watch Sample Lesson

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Fine Woodworking Magazine: Offers video that they’ve been producing for over 20 years and is featured on their membership website in clips and available in DVD format. They also offer tool reviews. Their newest idea is “GlueTube” where they stream videos on wordworking from YouTube, Vimeo, Blip.tv, Brightcove.tv and Google Video.

• Visit GlueTube
• See Tool Review
• See Issue Video Archive

Marketing Sherpa: In the past, MS filmed guests at their summits and then puts the video testimonials on their event website for the next year. We can’t think of a better way to convince users that “Susan S. from Michigan” is a real person.

Forbes: Has Forbes Video Network which is original broadcast quality news programming that is Webcast on demand from Forbes.com.

• Visit the Forbes Video Network.

As you can see, there are plenty of ways you can use video to your advantage. Video is very popular these day due to the proven increase in customer loyalty, longer website visits, and increase in advertising revenues. See how your company can incorporate video and be sure to invite user feedback.